BRAND GUIDELINES 2019 | v3 - Airbus
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BRAND GUIDELINES
2019 | v3
2
American Magic | Brand Guidelines
CONTENTS
31 Apparel branding
03 How To Use This Guide
32 2019 Team Gear
33 2019 Supporter Gear
04 Our Goals
34 Helly Hansen
35 Airbus
05 Logo Set
36 Event Patch
06 Primary Logos
08 Team Logo
37 Partner Logos
09 Exclusion Zones
38 Airbus
10 Minimum Width
39 TSI
11 Misuse
40 Helly Hansen
41 Parker Hanifin
12 Color
13 Primary Colors
42 Trademarks & Other Marks Usage
14 Secondary Colors
43 Flag WordMarks
44 New York Yacht Club Burgee
15 Typography
45 America’s Cup Trademark
16 Typefaces
17 Typography layout
46 Terms
47 Terminology and Nomenclature: American Magic
18 Partnership Identity
48 Terminology and Nomenclature: America’s Cup
19 Partnership Tiers
20 Using Partner Logo Set
49 Contact
21 Partner Lockup Logo
22 Partner Lockup Challenger Logo
23 Partner Lockup Position
24 Partner Lockup Size & Exclusion
25 Partner Lockup Misuse
26 Master & Staged Logo
27 Master & Staged Challenger Logo
28 Master & Staged Position
29 Master & Staged Size & Exclusion
30 Master & Staged Misuse
3 HOW TO USE THIS GUIDE The New York Yacht Club American Magic Brand Guidelines (v3, December 2019) will cover eight elements: logo, color, typography, partnership identity, apparel and branding, partner logos, trademark and mark usage, and terms. New York Yacht Club American Magic brand elements are comprised of the names, phrases, photographs, marks, logos and designs relating to the team’s participation as a Challenger in the 36th America's Cup. Use of the American Magic brand and trademarks associated with the team are subject to team approval. All logos may be provided upon request. For questions, please see the contact details listed on the final page.
4
American Magic | Brand Guidelines
TEAM GOALS
• Win the 36th America’s Cup for the United States and the New York Yacht Club
• Reconnect the American sailing base with the premier event in the sport
5
American Magic | Brand Guidelines
LOGO SET
American Magic | Brand Guidelines
Primary Logo WordMark Horizontal WordMark
New York Yacht Club American Magic has two primary logos, the WordMark
and the ChallengerMark (described on the next page). The WordMark is
intended for partner, public and promotional use.
1. WordMark
The basic WordMark and Horizontal WordMark can be used on partner
materials in an approved manner (described in the Partner Identity section).
• The WordMark is preferred, but the Horizontal WordMark is available in
WordMark Reversed WordMark Black
instances where size and proportions are restricted.
• When reversing the WordMark, white must be used as the logo color.
• The WordMark may only be used in black when printing in grayscale or
when the use of color is not an option. Use of the brand’s blue color is
always preferred.
• The American Magic WordMark uses two fonts. A modified version of
Metropolis Extra Bold is used for ‘American Magic’ and Calluna Black is
used for the ‘New York Yacht Club’ text.
• Use of team-provided logo files is preferred when implementing the
WordMark instead of reconstructing the mark with the brand fonts.
American Magic | Brand Guidelines
ChallengerMark Horizontal ChallengerMark
Primary Logo
2. ChallengerMark
The ChallengerMark and Horizontal ChallengerMark, like the WordMark,
are intended for partner, public and promotional use. The marks’ use of
the America’s Cup Properties Inc. (ACPI) America’s Cup silhouette has
been approved by the Challenger of Record (COR). Additional information
on the proper use of the America’s Cup silhouette in the ChallengerMark
and the Crossed Flags WordMark (a secondary mark) can be found on
page 43.
• Use of the standard ChallengerMark is preferred over the horizontal
version. When not reversed, the ChallengerMark must always be in the
AM brand blue with the America’s Cup silhouette in AM brand red. The
colors are taken from the flag of the United States of America. See the ChallengerMark Reversed
AM brand color section for more details.
• The ChallengerMark uses three fonts. A modified version of Metropolis
Extra Bold is used for ‘American Magic’ and Calluna Black is used for
the ‘New York Yacht Club’ text. The ‘Challenger 36th America’s Cup’ is in
Metropolis Bold, all caps.
8
American Magic | Brand Guidelines
Team WordMark
Team Logo
“New York Yacht Club American Magic” and “The New York Yacht Club” are Burgee
separate entities, and have a license agreement covering the team’s use of
the club’s brand assets. The Team WordMark (which includes the NYYC
burgee) is reserved for team use only, and subject to Club approval in each
instance. The majority of team communications make use of this logo. Gear Wordmark
worn by team members generally include this logo.
Team WordMark Logo
Team WordMark Reversed Team WordMark with Challenger Title
• Comprised of the NYYC Burgee and the WordMark
• When reversing the WordMark, white must be used.
• The American Magic WordMark uses two fonts. A modified version of
Metropolis Extra Bold is used for ‘American Magic’ and Calluna Black is
used for the ‘New York Yacht Club’ text.
Unadorned Burgee
Per the license agreement, the unadorned burgee is approved for New York
Yacht Club American Magic team use only, and subject to Club approval in
each instance. See Page 41 for more information on the New York Yacht
Club and the club burgee.
Unadorned Burgee (rights reserved)
• New York Yacht Club has 10 business days to review application requests.
9
American Magic | Brand Guidelines
X X
Logo | Exclusion Zones X X
The amount of required clear space is
defined by the height of the primary letters
(X).
The X measurement is important when
incorporating an exclusion zone around the X X
logo. It is required to have a clear space
that is equivalent to X. X X X
X X
X X
X
X X X X
X X X X
X X
X X
/
X X
X X
X X X X
X X
10
American Magic | Brand Guidelines
Logo | Minimum Width
The minimum WordMark logo width for print
use is 1in. The minimum WordMark logo
width for digital use is 250px.
The minimum ChallengerMark logo width
for print use is 1.5in. The minimum
WordMark logo width for digital use is
250px.
The minimum ChallengerMark logo width
for print use is 1.5in. The minimum Print: 1” Print: 1” Print: 1.5”
WordMark logo width for digital use is Digital: 250px Digital: 250px Digital: 250px
250px.
The minimum sizing for the logo shall only
be used for applications with limited space
available. The logo shall never be
implemented smaller than these sizes.
Print: 1.5” Print: 1.5”
Digital: 250px Digital: 250px11
American Magic | Brand Guidelines
Logo | Misuse
Our logos should never be redrawn,
recreated, distorted or changed in any way.
1. Do not change the logo’s orientation.
1 2 3
2. Do not add any effects.
3. Do not change the logo’s color.
4. Do not attempt to recreate the logo.
5. Do not distort or scale the logo
disproportionately.
6. Do not place the logo over anything that
conflicts with the readability of the logo. 4 5 6
When using images, place the logo in a
high contrast scenario. Use a solid color
background when high contrast is not
available (see p20)12
American Magic | Brand Guidelines
COLOR13
American Magic | Brand Guidelines
Primary Colors
Logo Blue Red
Our primary brand colors are blue and red, which are derived from the flag RGB: R4 / G30 / B66 RGB: R191 / G13 / B62
of the United States and the burgee of New York Yacht Club. CMYK: C100 / M90 / Y13 / K68 CMYK: C2 / M99 / Y62 / K11
HEX #041E42 HEX #BF0D3E
Gray is used in the cup silhouette used in the crossed flags logo. Pantone 282 Pantone 193
Please use the color specifications provided here for the most accurate
color reproductions.
Print - Pantone & CMYK
Screen - RGB
HTML - HEX
Grey
RGB: R199 / G201 / B199
CMYK: C6 / M4 / Y7 / K13
HEX #C7C9C7
Pantone 42014
American Magic | Brand Guidelines
Secondary Colors
Black White
RGB: R0/ G0 / B0 RGB: R255 / G255/ B255
Our secondary brand colors are white, black and gold. CMYK: C75 / M68 / Y67 / K90 CMYK: C0/ M0 / Y0 / K0
HEX #000000 HEX #ffffff
The gold is used in the New York Yacht Club burgee, which includes a thin
gold border. The burgee colors are blue, red, white and gold.
Print - Pantone & CMYK
Screen - RGB
HTML - HEX
Gold
RGB: R143 / G90 / B40
CMYK: C33 / M64 / Y97 / K24
HEX #8F5A28
Pantone 46415
American Magic | Brand Guidelines
TYPOGRAPHYAmerican Magic | Brand Guidelines
16
Typefaces Primary Font
Secondary Fonts
Our primary font is Metropolis, influenced
Aa Aa Aa
by other popular geometric, minimalist Metropolis Helvetica Now Text Helvetica Now Text
sans-serif typefaces of the new millennium. Extra Bold Bold Bold Italic
The typeface is designed for optimal
readability and works well at large point
Aa Aa
sizes. (Licensed under Open Font License Primary Font Variations
(OFL), available to all)
Our secondary fonts are Helvetica Now Text
and Calluna. Helvetica Now text is easy to
read, it is utilized heavily as the de-facto Aa Aa Aa Helvetica Now Text
Light
Helvetica Now Text
Light Italic
typeface for long-form text and editorial
Metropolis Metropolis Metropolis
applications. Our license does not transfer,
Aa Aa
Extra Bold Italic Bold Bold Italic
so the use of this font for partners and
suppliers requires a separate license.
Calluna Black is used in the Team logo. This Helvetica Now Text Helvetica Now Text
serif font can be utilized for more formal Thin Thin Italic
and stylized applications.
One may use variations of the primary and
secondary fonts for stylistic use. We prefer
our partners to follow the typography layout
guidelines for font pairings (next page).
Aa Aa Aa
Calluna Regular Calluna Bold Calluna Black17
American Magic | Brand Guidelines
Typography Layout
Metropolis
• Headlines
• Primary Messaging Metropolis / ExtraBold
• URL address
• Quotes
Helvetica Now Text
Headlines in caps
BUILT IN BRISTOL
• Sub-headlines Helvetica Now Text / Bold
• Body Copy Sub-headlines Both AC75s constructed for New York Yacht Club American
• Secondary Messaging Magic will be built in a facility located in Bristol, Rhode Island.
Calluna
• Formal and Stylized Applications “There is no better place to build world-class racing boats than in Rhode Island, with its
• Invitations Helvetica Now Text / Light unmatched marine industry, skilled workforce, and rich America’s Cup heritage,” said
Body copy Hap Fauth (Naples, Fla.), Team Principal and CEO of American Magic. To date, Fauth
has built two highly successful racing yachts in the state at New England Boatworks
(NEB) in Portsmouth. A third boat, which shares the name BELLA MENTE with its
predecessors, is currently under construction at that company.
Metropolis / Bold & all caps
URL sign-off
AMERICANMAGIC.COM
Calluna / Bold
Formal and other stylized applications The New York Yacht Club welcomes you to Club Night.18
American Magic | Brand Guidelines
PARTNERSHIP IDENTITY19
American Magic | Brand Guidelines
Partnership Tiers
American Magic sponsors are organized
into three different categories, Tier 1
“Partners,” Tier 2 “Sponsors” and Tier 3
“Suppliers.”
These sponsorship naming conventions are
fixed terms. All relevant artwork files are
also fixed. Neither names nor logos may be
altered in any way.
Tier 1 “Team Partner”
The sponsor’s relationship with American
Custom Naming Convention OFFICIAL PARTNER
Magic must be clearly demonstrated in
published materials by way of the provided
naming conventions and logos. Tier 2 “Official Sponsor”
*The logos in the following pages utilize
Custom Naming Convention OFFICIAL SPONSOR
existing examples.
Tier 3 “Official Supplier”
Generic Naming Convention OFFICIAL SUPPLIER20
American Magic | Brand Guidelines
Using the Partner Logo Set
In order to create consistency of language and look/feel when the American Magic logo set is used by
partner brands, team logos must be implemented in either of the two approved formats: Partner Lockup or
Master & Staged.
American Magic’s partners may use the
team logo set in communications materials
to highlight products or services related to
American Magic’s efforts to win the 2021
America’s Cup. 1. Partner Lockup format 2. Master & Staged format
Partners may use the statement, “[partner
level] of American Magic” in promotional
content.
SPONSOR
Our team was formed to win the America’s Cup and to help
• The product or services must be the
SUPPLIER LOGO
rebuild an America’s Cup culture in the United States,” said Terry
Hutchinson, Skipper and Executive Director of American Magic.
prominent feature of the promotion. HERE “IYRS is helping us to accomplish both. It is a real testament to
the quality of the school’s programs that we were able to plug so
many IYRS graduates directly into an America’s Cup facility
building AC75 yachts. Our boatbuilders from IYRS will help ensure
• When using footage or photos, the logos
OFFICIAL INNOVATION PARTNER
that the U.S. can produce the fastest racing boats in the world
long into the future.”
of other American Magic sponsors must OFFICIAL SUPPLIER
not be altered or made unrecognizable.
Not image editing is allowed without
written approval from American Magic
Communications.
• Partner logo sets will be provided by
American Magic.21
American Magic | Brand Guidelines
Partner Lockup Logo
1. Partner Lockup Logo On Light Background, Photo Background and Dark Background
The Partner Logo Lockup serves as a primary instrument of
branding connection between American Magic and its partners.
• If used, the American Magic Partner Logo Lockup must be
used on promotional content as a central/major element.
• The American Magic Partner Logo Lockup is typically used on OFFICIAL
OFFICIAL INNOVATION PARTNER
“PARTNER/SPONSOR/SUPPLIER”
a solid background, but if used over a photo, the photo area
used for the implementation must be plain enough and/or
have enough contrast so that all elements of the lockup can
be easily read.
• The font used for the OFFICIAL PARTNER/SPONSOR/
SUPPLIER text must be Metropolis Bold in black or white.
OFFICIAL
OFFICIAL INNOVATION PARTNER
“PARTNER/SPONSOR/SUPPLIER”
=
OFFICIAL “PARTNER/SPONSOR/SUPPLIER”22
American Magic | Brand Guidelines
Partner Lockup Logo
Partner Lockup On Light Background, and Dark Background
Challenger Logo
The Partner Lockup Challenger Logo is an alternative to the
Partner Lockup logo.
All guidelines related to the Partner Lockup logo apply (see
p21), but the America’s Cup ACPI silhouette usage rules require
a solid black or white background. Therefore, this version of the
lockup must have a solid background (no photos).
OFFICIAL
OFFICIAL INNOVATION PARTNER
“PARTNER/SPONSOR/SUPPLIER”
OFFICIAL “PARTNER/SPONSOR/SUPPLIER”23
American Magic | Brand Guidelines
Partner Lockup Logo
Size & Position
Horizontal Position
• The Partner Lockup logo should always be centered on the Y
logo’s divider line. X
X X
• The maximum size of the Partner Lockup logo is measured by Y
the distance from the middle divider line to the right edge of
American’s “N.” It must not exceed 1/3 the document
OFFICIAL INNOVATION
OFFICIAL PARTNER
SUPPLIER
(measurement X). X
Vertical Position
• The Partner Lockup logo should either be centered, or serve as
a header in the top 1/2 of the document.
OFFICIAL INNOVATION
OFFICIAL PARTNER
SUPPLIER
• The clear space above the Partner Lockup logo should never be
less than the height of the logo’s divider line (measurement Y).24
American Magic | Brand Guidelines
Partner Lockup Logo
Size & Exclusion Zone Minimum Size
Minimum Size
The minimum size of the Partner Logo is measured from the left
edge of the sponsor logo to the right edge of N on “American”
• For printed materials, the Partner Lockup must measure no less OFFICIAL INNOVATION PARTNER
OFFICIAL SUPPLIER
OFFICIAL INNOVATION PARTNER
OFFICIAL SUPPLIER
than 3” in width. For digital materials, the Partner Lockup must
measure no less than 275 pixels in width. 3” 275px
Exclusion Zone Print Digital
The amount of clear space around the Partner Lockup and Master
Exclusion Zone
& Staged Logos is defined by the height of the primary letters (X).
The X measurement is important when incorporating an exclusion
zone around the logo.
X
It is required to have a clear space that is equivalent to X. X X
X
OFFICIAL INNOVATION PARTNER
OFFICIALOFFICIAL
INNOVATION
SUPPLIERPARTNER25
American Magic | Brand Guidelines
3
Partner Lockup Logo Center violation
Misuse 2
Staged logo use should follow the rules
outlined on page 20:
1 OFFICIAL INNOVATION
OFFICIAL PARTNER
SUPPLIER
1. Top 1/2 violation. The Partner Lockup OFFICIAL INNOVATION
OFFICIAL PARTNER
SUPPLIER
must always appear vertically
centered, or in the top 1/2.
2. Center violation. The Partner Lockup
can never be off-center.
3. Size violation. Maximum size
requirements for the Lockup logo limit
the width from the divider line to the
“N” of American to 1/3 the width of the 4
document. OFFICIAL INNOVATION
OFFICIAL PARTNER
SUPPLIER
Size violation
4. Clear space violation. Space above the
Partner Lockup logo must be at least
the height of the divider line.
OFFICIAL INNOVATION PARTNER
5. Clear background violation. The
OFFICIAL SUPPLIER
background used must be a solid color
or, if using a photo, and only on the
partner lockup logo version, it must Top 1/2 violation
have enough contrast to be easily OFFICIAL
OFFICIAL SUPPLIER
INNOVATION PARTNER
legible. Clear space violation
5
Clear background violation26
American Magic | Brand Guidelines
2. Master & Staged Logo Master & Staged Logo
On Light Background and Dark Background
The Master and Staged Logo is the second
approved layout (along with the Partner Lockup
Logo, p21) for partners to use the team
WordMark or ChallengerMark.
• The American Magic Master and Staged Logo
applied on the promotion must be used in the
manner of a signature. They cannot be the
central point of focus.
• The Master and Staged Logo must only be
used on a solid background that is either white
or black.
• The font used for the ‘OFFICIAL PARTNER/
SPONSOR/SUPPLIER OF’ text is Metropolis Bleed Right and Bleed Left
Bold in black or white.27
American Magic | Brand Guidelines
Master & Staged Master & Staged Challenger Logo
On Light Background and Dark Background
Challenger Logo
The Master and Staged Challenger Logo layout OFFICIAL SUPPLIER OF
follows the same guidelines for usage as the
basic Master and Staged Logo (p26).
Bleed Right and Bleed Left28
American Magic | Brand Guidelines
Master & Staged Logo
Position
The Staged Logo should never be centered.
Additional guidelines:
Horizontal Position X X
X X X
• The Staged Logo should always bleed
either left or right.
• The maximum size of the Staged Logo is
measured by the width of “American,” and it
Y
should be no bigger than 1/5 of the width of
the application (measurement X).
Y
X X
X X X
• Additional bleed margin, if required, is X
acceptable.
Vertical Position
• The Staged Logo should never appear
above the bottom 1/3.
• The clear space underneath the Staged
Logo should never be less than the height. Y
Y
XAmerican Magic | Brand Guidelines
Master & Staged Logo Minimum Size
Size & Exclusion Zone
Minimum Size
For printed materials, the Master and Staged
Logo must measure no less than 2” in width. For
digital materials, the logo must measure no less
than 250 pixels in width.
Exclusion Zone
Print: 2”
The amount of clear space around the Partner
Digital: 250px Print: 2”
Lockup and Master & Staged Logos is defined
Digital: 250px
by the height of the primary letters (X).
The X measurement is important when
incorporating an exclusion zone around the Exclusion Zone
logo.
It is required to have a clear space that is X
equivalent to X.
X
X
X30
American Magic | Brand Guidelines
Master & Staged Logo Misuse 3
Staged logo use should follow the
rules outlined on page 25:
Center violation
1. Clear space violation. Space below
the Staged logo must be at least 1
the height of “American Magic.” 2
2. Center violation. The Staged logo
can never be centered and it must
always align with a left or right
bleed.
3. Lower third violation. The Staged
logo must always appear in the
lower 1/3 of the document.
4. Size violation. Maximum size
requirements for the logo limit the
width of “American” to 1/5 the
width of the document. Lower third violation
5. Solid Background violation.
The background must be a solid 4
color: white or black. 5
Clear space violation
Size violation Solid background violation31
American Magic | Brand Guidelines
APPAREL & BRANDING32
American Magic | Brand Guidelines
2019 Team Gear
Official Team Gear look maintains the
following consistency:
• Adorned Burgee WordMark on the left
front chest
• Event Patch on left sleeve
• Airbus has exclusive logo rights to the
right arm
• WordMark for pants and shorts, on left
thigh position
• Two blank spaces on right chest under
TSI for any future “Tier 1 Partner”
FRONT
additions
•
BACK
The H/H logo location is to be front-left
collarbone and rear-right shoulder blade33
American Magic | Brand Guidelines
2019 Supporter Gear
Official Supporter Gear look closely mimics the
team gear, except New York Yacht Club burgee
and Event Patch are removed.
• WordMark or Challenger WordMark on the
left chest
• No Event Patch on left sleeve
• The Crossed Flags WordMark with New York
Yacht Club burgee may be used. If US flag
already present, please remove as it also
exists in the Crossed Flags WordMark.
• Airbus has exclusive rights to the right arm
• US flag goes on the left sleeve
• WordMark for pants and shorts, on left thigh
• Two blank spaces on right chest under TSI
for any future “Tier 1 Partner”
• The HH logo location is to be front-left
collarbone and rear-right shoulder blade34
American Magic | Brand Guidelines
Helly Hansen Branding
Helly Hansen logo will appear on the front
left collarbone and the rear right shoulder
on tops, at the following sizes.
• Tech Outerwear - 60mm
• Sportswear - 44mm
• Neoprene race gear - 44mm
SHO
ULDE
R SE
AM
The HH Logotype logo should follow the
angle of the shoulder seam and be
positioned so as not to clearly impact the
clear space around the team logo on front
left chest. HH logotype colors will be black
or white.
HH logo marks may also be found on other
Tech Outerwear
articles of clothing like pants or bibs in pre-
determined locations.
Sportswear35
American Magic | Brand Guidelines
Airbus Branding
Airbus branding will meet the following
requirements:
• Airbus logo-width is sized at 80% of
American Magic logo width.
• Airbus text aligns with NYYC text on
the chest 80%
American Magic logo sizing will be
determined by Helly Hansen for each
apparel category (Men’s & Women’s:
Outerwear, Midlayer, Baselayer)36
American Magic | Brand Guidelines
Event Patch
All team gear is required to have the
America’s Cup Event Patch on the left
shoulder. There are three patch variants to
choose from.
• Blue stroke works best on light solid
colors.
• Blue background works best on complex
or in-between colors.
• Minimum margin from the seam on the
shoulder of a long sleeve garment is 4cm
and 3cm on a short sleeve garment.
• New York Yacht Club burgee and
American Magic colors remain Blue Stroke on White Background Blue Stroke on Transparent Background White on Blue Background
unchanged (pages 13 & 14).
• If space for patch is insufficient, patch
sized is reduced to 45x59mm, burgee
size is reduced to 25mm. Before White America’s Cup Blue Stroke & Fill America’s Cup Logo Red
reducing, implementers must check with
American Magic Communications. RGB: R255 / G255 / B255 RGB: R7 / G29 / B73 RGB: R224 / G60 / B49
CMYK: C0 / M0 / Y0 / K0 CMYK: C100 / M78 / Y0 / K44 CMYK: C0 / M91 / Y76 / K0
• The Event Patch is not approved for use HEX #FFFFF HEX #002D6A HEX #EF3E42
with the supporter collection. Pantone 2768 Pantone 18537
American Magic | Brand Guidelines
PARTNER LOGOS38
American Magic | Brand Guidelines
Airbus
Airbus has an exclusive logo presence on
American Magic gear, located on the right
shoulder/sleeve.
The logo must have a clean exclusion
space equivalent to the height and width of
the A character, per the diagram to the
right.
Blue White
Specific logo placement and size is to be
RGB: R0 / G32 / B91 RGB: R255 / G255 / B255
approved and refined as needed by Airbus,
CMYK: C100 / M85 / Y5 / K36 CMYK: C0 / M0 / Y0 / K0
in each instance.
HEX #00205B HEX #FFFFF
Pantone 281
The Airbus mark shall be reproduced fully,
accurately and without any modification to
the color, design and/or original
appearance.
Black
RGB: R0 / G0 / B0
CMYK: C75 / M68 / Y67 / K90
HEX #00000039
American Magic | Brand Guidelines
TSI Primary Logo Primary Logo (Mono)
TSI has exclusive logo presence on
American Magic gear, located on the
right chest, adjacent the American
Magic Logo.
The logo must have a clean exclusion
space equivalent to the height and
width of the X character, per the
diagram to the bottom left.
TSI letters are not solid shapes, they are in Black White 50%
negative space and should not be filled in.
RGB: R0 / G0 / B0 RGB: R255 / G255 / B255
TSI is 1/2 the size of the length of the Airbus CMYK: C75 / M68 / Y67 / CMYK: C0 / M0 / Y0 / K0
logo. K90 HEX #FFFFFF
HEX #00000040
American Magic | Brand Guidelines
HELLY HANSEN
The primary logo should always appear in
HH Red where possible. The mono version
should only be used when it is not possible
to print in full color. Primary Logo Primary Logo (Mono) Logotype Black Logotype White
The logo must have a clean exclusion
space equivalent to 2X, per the diagram to
the right.
The Logotype is preferred for apparel
application, and the Primary Logo is
preferred for digital and print application.
The HELLY HANSEN mark shall be
reproduced fully, accurately and without
any modification to the color, design and/or
original appearance.
HH Red Black
RGB: R230 / G0 / B0 RGB: R0 / G0 / B0
CMYK: C10 / M100 / Y100 / K0 CMYK: C75 / M68 / Y67 /
HEX #E60000 K90
Pantone 186 HEX #000000
White
RGB: R255 / G255 / B255
CMYK: C0 / M0 / Y0 / K0
HEX #FFFFFFAmerican Magic | Brand Guidelines
41
Parker Hannifin
Specific logo placement and size is to be
approved and refined as needed by Parker
Hannifin, in each instance.
The area of isolation is the minimum
distance required between the Parker logo
and any other element (graphic, type, logo
or edge of page or product). It's important
Black White
to follow these guidelines to ensure legibility
and prevent any obstruction of the logo.
RGB: R0 / G0 / B0 RGB: R255 / G255 / B255
The area of isolation on four sides should
CMYK: C75 / M68 / Y67 / K90 CMYK: C0 / M0 / Y0 / K0
never be less than half of the height of the
HEX #000000 HEX #FFFFF
Parker logo.
The Parker Hannifin mark shall be
reproduced fully, accurately and without
any modification to the color, design and/or
original appearance.42
American Magic | Brand Guidelines
TRADEMARKS & OTHER MARKS43
American Magic | Brand Guidelines
Crossed Flags WordMark Crossed Flags WordMark Horizontal Crossed Flags WordMark
Per the license agreement between American Magic and NYYC, this tertiary/
alternative mark is approved for use on promotional goods sold or otherwise provided
to individuals, entities, groups, or the general public not serving as American Magic
team members, employees, or officers in their roles as competitors in the America’s
Cup competition, and subject to Club approval in each instance.
• This mark is used primarily for promotional items and gear.
• This mark is an official logo for use in our campaign but it is not used as a primary
logo for the team.
• The minimum print width is 1” and 250px minimum for digital use. The horizontal
minimum print width is 1.5” and 250px minimum for digital use.
• New York Yacht Club has 10 business days to review application requests.
Flag WordMark
Flag WordMark
This mark has been approved for use on the event patch. It is not intended for
partner or public use and is subject to team approval in each instance.44
American Magic | Brand Guidelines
Unadorned Burgee (rights reserved)
New York Yacht Club
Unadorned Burgee
Per the license agreement between American Magic and NYYC, the burgee is approved
for “New York Yacht Club American Magic” team use only, and subject to Club approval
in each instance.
• One should never change the size, proportions, spacing, colors, or recreate the
burgee in any way. Provided files
• The colors used in the burgee are blue, red, white and gold. See below for exact color
Team WordMark
codes, which are identical to colors used in the team logo set.
• It is preferred that the burgee not be used as a standalone mark by the team. It
should be used with the team wordmark whenever possible.
“New York Yacht Club” should always appear spelled out, never abbreviated as
“NYYC.” Always capitalize the first letters: New York Yacht Club.
New York Yacht Club has 10 business days to review application requests.
White Blue Red Gold
RGB: R255 / G255 / B255 RGB: R0 / G38 / B117 RGB: R191 / G10 / B48 RGB: R189 / G150 / B92
CMYK: C0 / M0 / Y0 / K0 CMYK: C100 / M68 / Y0 / K54 CMYK: C0 / M94 / Y74 / K25 CMYK: C26 / M40 / Y73 / K3
HEX #FFFFF HEX #002675 HEX #BF0A30 HEX #BD965C
Pantone 282 Pantone 193 Pantone 46545
American Magic | Brand Guidelines The AC Silhouette
shall not be changed
in style. The cup
“America’s Cup Silhouette”
shall be placed back
America’s Cup Mark to back on the
mainsail with the
"pouring lip" side of
the America's Cup
As a Challenger: we have the right to use the “America’s Cup” name and its mark(s) in connection with our challenge so long as we follow the guidelines as stated in the
closest to the luff of
ACPI agreement. The full ACPI agreement has further details and is available to members of the team upon request. A summary for the use of the the Team Mark is as
the mainsail.
follows:
The America’s Cup trademarks and service marks “America’s Cup” or any translation thereof and the two-dimensional, three-dimensional, and silhouette images of the
The AC Silhouette may not be
America’s Cup trophy, includes all copyright and other intellectual property rights in such marks and images that are managed by the ACPI.
larger than 1.5 times the
• ACPI grants to the Challenger the following rights, which may be exercised worldwide during the Term: height of the smallest form of
the letters used in the lockup.
• (a) The right to develop and use one or more Team Marks incorporating as an element thereof one or more America’s Cup Marks in accordance with the
terms and conditions contained in this Agreement. X
• (b) The right to grant to sponsors, licensees and supporters of the Challenger and to the Challenging Yacht Club sub-licenses for the use of any Team Mark
in advertising, promoting and selling their Merchandise or Services and advertising or promoting their association with, or sponsorship of, the Challenger, in 1.5 size
of ‘x’
accordance with the terms and conditions contained in this Agreement.
DEVELOPMENT OF TEAM MARKS
4.1 Any Team Mark which the Challenger wishes to develop:
(a) may consist of, or contain, one or more of the following elements:
Approved Challenger Team Mark titles for use:
• (i) the name of the challenging yacht; These can be uppercase but if using lowercase, always capitalize the
(ii) the name of the challenging yacht club; first letter in America’s Cup and Challenger.
•
• (iii) the year when the Match will take place (i.e. 2021); and
• AMERICA’S CUP
• (iv) such other words, names, designs, colors, symbols or other visual elements as the Challenger wishes (for example, representations of a sailboat, an anchor,
or other design elements) provided they are not in conflict with any of the other provisions of this clause 4 and will not bring into disrepute the name or reputation • 2021 AMERICA’S CUP
of the America’s Cup;
• AMERICA’S CUP 2021
• (b) may contain design, color or other visual references to the Challenger’s national flag, national colors or recognized national symbols but shall not contain
words, names or visual elements which suggest or imply that the Challenger has exclusive or national status from that country unless the Challenger is the sole
Cup Participant from that country, nor make a clear reference to the national flag, national colors or national symbols of any other country; • CHALLENGER 36TH AMERICA’S CUP
• (c) may contain the words “America’s Cup”, provided that at least one of the elements described in paragraphs (i) and (ii) of clause 4.1 (a) is included and the • CHALLENGER AMERICA’S CUP 36
letters used are no larger than the smallest form of the letters used for element (i) or (ii) in clause 4.1 (a); and
• (d) may contain the image or silhouette of the America’s Cup trophy, provided that at least one of the elements described in paragraphs (i) and (ii) of clause 4.1 (a)
is included and the image or silhouette used is no larger than 1.5 times the height of the smallest form of the letters used for element (i) and (ii) in clause 4.1 (a).
• AC36
• 36TH AMERICA’S CUP
Proposed uses of the ACPI cup silhouette within the American Magic logo set must be approved by the American Magic communications team. • AMERICA’S CUP 3646
American Magic | Brand Guidelines
TERMS47
American Magic | Brand Guidelines
Terminology and Nomenclature: American Magic
Team Name:
• Full team name: “New York Yacht Club American Magic”
• Abbreviated name: “American Magic”
• Incorrect uses:
• “The American Magic Team”
• “Team American Magic”
Example text:
New York Yacht Club American Magic is a Challenger for the 36th America’s Cup. American Magic represents a joint vision by Bella Mente Racing, Quantum
Racing and the New York Yacht Club to win the America’s Cup, the highest prize in sailing and the oldest trophy in international sports.
The New York Yacht Club:
• “The New York Yacht Club” should always appear spelled out, never abbreviated as “NYYC.”
• Always capitalize the first letters: New York Yacht Club.
Boat Names:
In the marine industry, there are multiple schools of thought and accepted practice when it comes to writing the names of boats, yachts and ships. American Magic
conforms to the following school:
• The names of American Magic racing boats, competitor boats, historic America’s Cup boats and other sports-related or recreational boats should be capitalized
• This is consistent across all communications channels and platforms, including social media
Example text:
DEFIANT, an AC75 racing boat built to compete in the America’s Cup World Series, was launched on September 10, 2019. American Magic sailed their AM38 test
boat, known as the Mule*, for nearly a year prior to the launch of DEFIANT.
*One notable nomenclature exception is the Mule. Officially, the name of the team’s test boat is the AM38. A “mule" is an automotive term for a test vehicle.
Therefore, as it is a nickname and not a formal name, “the Mule” is not fully capitalized by American Magic.48
American Magic | Brand Guidelines
Terminology and Nomenclature: America’s Cup
Additional Key Terms and Phrases:
• The America’s Cup
• The America’s Cup is both the name of a trophy and the name of an event
• This term is always capitalized
• The America’s Cup is a term use colloquially to describe the entire event, including the Challenger selection series (The Prada Cup) and the America’s Cup
Match itself (which involves only the Defender and the final Challenger
• The America’s Cup World Series
• A series of promotional regattas in 2020
• Participation is required of all teams
• The Prada Cup
• The Challenger selection event for the America’s Cup Match, which will be held in early 2021 in Auckland, New Zealand
• This event determines which Challenger faces the Defender in the America’s Cup Match
• Challenger
• This term describes a yacht club and its team whose participation in the event has been confirmed and accepted by the Defender
• This term is typically capitalized
• New York Yacht Club American Magic is a Challenger, along with Luna Rossa Prada Pirelli (Italy) and INEOS Team UK (Great Britain)
• Challenger of Record
• The Challenger that negotiated a Protocol with the Defender for the America’s Cup which mandates the dates of the events, the venue, the boat class, and
many other aspects of the America’s Cup
• The Challenger of Record is Luna Rossa Prada Pirelli
• Defender
• The yacht club and team that holds the America’s Cup
• The Defender and Challenger of Record negotiated a Protocol for the America’s Cup which mandates the dates of the events, the venue, the boat class, and
many other aspects of the America’s Cup
• Yacht vs. Boat
• These terms are interchangeable
• “Boat” is recommended for use over “yacht” for mass communications purposes in most cases
• Event vs. Regatta vs. Match
• “Event” and “Regatta” are interchangeable
• In the America’s Cup cycle, the “Match” typically refers only to the final stage, which is contested between the Defender and the Challenger who wins the
Prada Cup49
CONTACT
For all communications questions, contact:
Will Ricketson, Communications Director
will@americanmagic.com
For branding questions, to request logos and for
approval of brand usage, contact:
branding@americanmagic.comYou can also read
